How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.

Am I an Apple bigot? No. I can critique their products and their customer service philosophy. But overall, they do better than any other player.

In the university, professors make up artificial problems. In the real world, the problems do not come in nice, neat packages. They have to be discovered.

Technology usually provides a series of tradeoffs. Each asset is offset by a deficit...A major problem occurs when those who suffer from technology's defecits and those who benefit are not the same people.

Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.

Everyday people are not very good designers.

Knowing how people will use something is essential